TY  - BOOK
AU  - Riccarda Dümke
PY  - 2002
CY  - Hamburg, Deutschland
PB  - Diplom.de
SN  - 9783832462000
TI  - Corporate Reputation and its Importance for Business Success
T2  - A European Perspective and its Implication for Public Relations Consultancies
DO  - 10.3239/9783832462000
UR  - https://m.diplom.de/document/221651
N2  - Inhaltsangabe:Abstract:  Ignored for a long time, intangible assets are now gaining increased attention. In the last decade, especially in the United States, company managers recognized that intangible assets may provide companies with a more stable basis for competitive advantage than patents and technologies. Hence, companies started to invest in corporate Public Relations (PR) activities to communicate good corporate behaviour, gain good will and to improve the public perception of their corporate reputation.  The main aim of this dissertation research project is to develop an understanding of the European perspective of corporate reputation and its management and importance for business success.  Based on a literature review on the topic of marketing communications and PR, which comprises the first part of the dissertation, a questionnaire has been developed in order to examine expert opinions. The discussion on research methods can be found in the third chapter.  Hosted by the PR consultancy Weber Shandwick Worldwide, the questionnaire has been sent to 700 of Europe’s leading companies. Communication managers were asked for their opinions on the topic of corporate reputation and its importance for business success. The fourth chapter discusses and evaluates the results of the pan-European survey.  The last part of the dissertation actually discusses the implications of findings for Weber Shandwick and its reputation management practice.     Inhaltsverzeichnis:Table of Contents:  1.Introduction1  1.1The dissertation topic1  1.2Weber Shandwick Worldwide4  1.3Structure of the dissertation5  2.Literature Review8  2.1The relationship between the marketing communications function, corporate communications and Public Relations8  2.2Principles of Public Relations15  2.2.1Public Relation practices promoting the corporate brand16  Public Affairs16  Investor Relations17  Media Relations20  Employee Relations21  2.2.2The changing environment of Public Relations23  Public Relations in the global context23  Public Relations in the digital age24  2.3The concept of corporate reputation and the role of Public Relations27  2.3.1Corporate reputation defined28  Factors that are shaping the corporate reputation33  The role of the CEO as the personified company reputation35  Corporate social responsibility37  The role of the PR consultancy in corporate reputation39  2.4Evaluation of Public Relations effectiveness40  2.4.1Current approaches of measuring Public […]
KW  - corporate, brand, intangible, assets, measuring, reputation, driver
LA  - Englisch
ER  -